PlentyOfFish Android & iOS Apps

Project Details

Client: PlentyOfFish


  • Mood Boards
  • Style Guide
  • Iconography
  • Personas
  • Wireframes
  • Prototypes
  • High Fidelity Mocks
  • User Interviews
  • Usability Testing
  • User Journeys

About: What began as a modest start-up out of CEO and founder Markus Frind's apartment in 2003, quickly grew into an unexpected success – revolutionizing the online dating industry as the first free online dating site and now boasting 90 million members and more than 6 billion monthly page views.

While the company's flagship product is its dating website and apps, and also includes products such as eVow, Fastlife, and Passion Match.

Design: The POF website has undergone many revisions of the past years, but almost all design decisions are made by applying quantitative data to the existing design. The lack of any heuristic evaluation or GUI updates left the product looking very dated and disorganized.

Our team made a case for organized and executing detailed user interviews and usability tests, to identify gaps and pain points in the existing experience, unmet needs and motivations, and mapped these out to identify feature bloat and missed opportunities.

Additionally, we did a series of competitive analysis around web and mobile apps, assessing the strengths and weaknesses of these designs against our needs.

The designs below highlight the most dramatic changes that came from our findings after they were balanced against business requirements. Rapid wires and prototyping testing results showed a significant reduction in lostness and the new, cleaner high-fidelity mocks were received very positively overall.


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